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Formation/ Recap: Keeping Customers Happy.

A discussion about the changing face of customer engagement.

Engine Digital recently held the first of its Formation/ quarterly design and technology event series focused on what matters in the business of digital. Hosted at the agency's headquarters in Vancouver, attendees were part of an open discussion around retail and e-commerce and the changing face of customer engagement.

The event featured a panel of local leaders in retail and e-commerce including:

  • Brendan Toupin, Director of eCommerce for Best Buy Canada
  • Joe Granato, Chief Supply Chain Officer at Mountain Equipment Co-op (MEC)
  • Terra Cochrane, Head of Digital Operations at Lush Cosmetics
  • Braden Hoeppner, SVP Marketing at Herschel Supply Company
  • George Weetman, VP Brand & Digital Commerce for Arc'teryx

Ryan Opina, our VP Strategy, opened the event with a discussion around what is customer happiness, and how does one define happiness in a way that has a business impact across an organization.

65% of consumers will abandon your brand when treated poorly, even if they love your product.

Ryan offered three considerations for customer happiness:


In closing, Opina pointed out that generating customer happiness should not be an objective of any single team or department — it's about all disciplines working together. As a result, the panel discussion featured guests from a variety of business functions to reflect the many facets of customer experience (CX).

Attendees watching Engine Digital's Formation/ event, Keeping Customers Happy

Moderated by Dean Elissat, VP Growth at Engine Digital, the discussion weaved through how to define customer experience, how brands rate the success of CX initiatives, what it means to deliver elevated customer experiences, finding inspiration within organizations, and overcoming barriers that can keep organizations from becoming experience-driven companies.

Attendees watching Engine Digital's Formation/ event, Keeping Customers Happy

Excerpts from the evening's conservation follow:

George Weetman of Arc'teryx speaks at Engine Digital's Formation/ event

Terra Cochrane of Lush Cosmetics speaks at Engine Digital's Formation/ event

Joe Granato of MEC speaks at Engine Digital's Formation/ event

To be notified of the next event in the Formation/ series, sign up for the Engine Digital mailing list in the footer below and we'll let you know as soon as we announce our next event.

Ryan Opina VP Strategy